The tourism scenario for the summer of 2026 is evolving, according to data from the longitudinal observatory on the propensity of Italians to travel, carried out by Confturismo-Confcommercio and Swg. The study shows that 13 million Italians will be on vacation during the period of Ferragosto (August 15): 9 million will enjoy a long period, while 4 million will opt for a shorter stay. To this number are added another 4.5 million people who will take a one-day "tour", without sleeping.
"The Ferragosto data," said Manfred Pinzger, president of Confturismo-Confcommercio, "reveals a broader trend. In addition to the raw numbers, very different holiday habits and styles are emerging. In particular, five profiles have been identified to illustrate this new era of Italian tourism."
Spending and booking habits:
The most common profile is the "digital" traveler, which represents approximately 18 million Italians. He has a high budget — with an average of € 1,389 per person —, he takes more holidays during the summer and chooses his destinations based on social networks.
The "foreign-facing" profile is mainly composed of people under the age of 35. They take long holidays outside the country (especially in Europe), have an average budget of around €1,244 and increasingly use travel agencies.
The "micro-vacationers" — about 7 million Italians — are those who opt for short stays of no more than three to five nights. They travel mainly within Italy, prefer hotels and allow themselves some extra comforts. They are looking for flexibility in booking, organize their trips quickly over the internet and have a moderate budget.
The last two profiles involve a higher age group. The "Silvers" (9.5 million Italians) are over 65 years old; they have at least one long-term vacation, are looking for relaxation, well-being and cultural experiences, and have an upper-middle-class budget of €1,237.
On the other hand, the "Regulars" — also over 65 — are the 4.5 million tourists who return to the same destinations year after year; they concentrate their holidays mainly in August, in search of rest and tranquility, and consequently have a very low propensity to spend.
